Jasey Tielen built BONANA to do what most partners only talk about—drive real customer impact. In just two years, BONANA won HubSpot’s Customer-First Award in EMEA. How? By aligning people, process, and data, especially as AI transforms how we work.

In this episode, Sarah and Jasey get into:

What it means to be a “trusted advisor” in today’s ecosystem

How to build trust without custom code or flashy hacks

Why services firms are best positioned to lead the AI transition

For anyone navigating the complexity of upmarket growth, shifting expectations, or the messy middle of AI adoption—this conversation is a breath of fresh air.

What does it take to lead through a moment of massive transformation? In this episode, Yamini Rangan, CEO of HubSpot, sits down with Sarah to talk about the evolving role of partners in the age of AI. From the rise of agents to the power of relational intelligence, they explore how the most meaningful customer experiences are rooted in both human connection and technological possibility. It’s a conversation about leadership, innovation, and the magical moments where humans and AI meet.

You have questions, Sam Anderson—CEO of Origin 63—has answers. And now, so does Customer Agent. In this episode, Sarah and Sam talk trust, handoffs, and what it really takes to make AI work alongside humans. And, they get into all the details on how to use AI to unify unstructured data, activate knowledge bases, and build always-on assistants that support teams across the front office.

Daryn Smith, CEO of Huble, shares how his team became HubSpot’s 2024 Global Partner of the Year—not by verticalising, but by chasing complexity. From early SMB roots to winning multinationals, Daryn explains why global reach, process re-engineering, and strategic patience are the new currency of scale. He also unpacks their shift to value-based pricing and how AI is reshaping—not replacing—their services.

Get ready for Owning The Outcome, a podcast that unpacks how HubSpot’s most successful partners are leading with AI and owning the outcome in this new era.

Adi Jagannathan, the CEO and co-founder of OpenFlow, joins the show to talk about OpenFlow's journey from being a CRM software and industry agnostic firm to deeply specializing in the cannabis and dispensary industry. Adi shares the challenges he faced while operating agnostically, the evolution of his agency’s business model, and how his category specialization (RevOps), industry specialization (cannabis), and software specialization (HubSpot) came to be. He also shares the unique opportunities that are present within the cannabis industry—especially around CRM, customer platforms, and the power of integrating dispensary point of sale data with customer data.

Lara Triozzi and Terri-Lynne Anderson, CEO and Sales Manager at Market Launcher respectively, join the show to talk about prospecting and lead generation. With both perspectives, we get to talk about both the broad evolution of B2B prospecting and the cyclical nature of how sellers must change their approach to reach prospective buyers and the tactical approaches that work best from someone on the front lines. We talk about the current state of prospecting, what businesses are looking for from sales reps and sales conversations, and what the Market Launcher team does today that can help others improve and/or accelerate their own prospecting efforts. And based on Market Launcher’s expertise in the enterprise, Lara and Terri-Lyne also discuss how these early sales conversations change as you move upmarket.

Angela Pointon, President of 11 out of 11, joins the show to talk about employee extended leave—and offers tips on how you can plan for things like parental leave without destroying your P&L or the client experience. Angela walks us through her approach staff-wise, how she manages a mix of both full-time and contract employees to maintain flexibility, and when, where, and how redundancies and coverage models are established. We also talk about how it’s handled on the client-side—how they’re made aware, how the transition is positioned, and how Angela’s team mitigates any client concerns or reservations. Lastly, apart from staffing, we hit on the other operational measures and processes she’s put into place to ensure continuous service delivery.

Carlos Corredor, CEO and cofounder of Condor Marketing and Staffing Agency who’s here to talk about how he’s grown his agency past 70+ employees primarily through a delivery team based in Latin America. We discuss the history of Condor and its growth trajectory and Carlos’s philosophy on building a LATAM-based delivery team while targeting and working with US-based clientele. We get into employment types, full time vs. contract vs. freelance, and the key benefits for tapping into this LATAM talent pool: both financial and skill-based. And for other US-based HubSpot partners looking to follow suit and grow a team outside of the US, Carlos offers his perspective on how to do it successfully—including how to anticipate the necessary changes across operations, communication, collaboration, and more.

Matt Smith, CEO and Founder of 1406 Consulting here to talk about two things: first, his entry into the HubSpot partner ecosystem via the old sales partner program—which we now know as the Provider program. We talk about 1406’s origination and beginnings, how they started as a HubSpot partner, and how its navigated the ecosystem through today. Second, we talk about tech stack and platform consulting—and how important it is to go to market with a recommended tech stack for his clients. So we talk about Matt’s approach to building that list, the qualification process he uses in determining what apps and integrations he wants to add to the list, and the relationships he makes with the app partners themselves. We also talk about how this manifests in the sales process—from discovery questions to inform his app recommendations, objection handling and navigating pushback or potential aversion to increased software costs to accelerate the sales process and close new deals.